Archives for "Product Updates"
Take a closer look at ClickSweeper’s new Search Query Reporting.
ClickSweeper has implemented a new Search Query Report feature. Similar to a Google AdWord’s function the Search Query Report allows users to view a list of search terms related to a selected campaign and/or adgroup. While Google AdWords stops there, ClickSweeper takes it further to simplify the keyword research process.
Both AdWords and ClickSweeper’s Search Query Report display relevant data for individual search terms and/or keywords such as the number of conversions, clicks, and impressions, and the total cost, average cost per click, and cost per conversion. ClickSweeper allows for simplified keyword evaluation and addition to any keywords lists. Using the drop menu our search query feature has the option to view search terms that are not in the selected campaign, and search terms that are not in the selected campaign that have no conversions which could assist in negative keyword research.
The Search Query Report is located under the Search Queries sub-tab, under the Keywords main-tab.
Efficiently evaluate and optimize your keywords lists with ClickSweeper today.
Varazo is a SEM Integration Company that integrates lead quality and our own source tracking system with PPC management to apply lead quality information as conversion score and optimize keyword bidding for campaign optimization. We do this using our two own developed Lead Management & Analytics and PPC Management software; ConversionSweeper and ClickSweeper.
If you are like many PPC managers, you’ve recently seen a spike in the cost of keyword management. The rising costs can be attributed, at least in part, to an increase in the total number of advertisers and their ability to focus efforts on the higher performing keywords. As cost rise, to hold your budget steady, you’ve had to reduce the number of keywords in your campaigns. Now, with fewer keywords in the mix, the value and importance of each one has increased making the optimization of each keyword even more critical to the success of your campaign.
How do you optimize the performance of each keyword? Best practice suggests there are a number of actions you can take that will produce real results when optimizing keyword and campaign performance;
- Manage keyword performance by specific position and maximum bid
- Review your top performing keywords weekly or even daily and monitor keyword trends by click, cost per click, conversion, cost per conversion and ROI
- Enforce rules to determine target ranking based on performance criteria such as click-through-rate, cost per conversion, number of conversions or quality score
- Monitor keyword bid price changes weekly to determine how price changes affect performance
That sounds great, right? But how can you implement all of those actions to optimize keyword performance without blowing your budget?
ClickSweeper is a tool that provides daily keyword performance and keyword bidding based on target position or target cost per conversion at a competitive price.
ClickSweeper has just released an enhancement to its rank based bidding feature. With this latest update, users can now group keywords within a campaign into categories based on their performance. This new rank based bidding feature allows you to create up to 3 keyword performance based categories using criteria you establish. Once the categories are defined users can then assign a separate rank position with a max bid to each category.
Users choose from the following performance criteria based on what is most appropriate for each keyword category;
- conversion count
- cost per conversion
- quality score
- click through rate
A daily review of the rule determines the target rank of the keyword and bid adjustment that achieves the target rank. Additionally, users can set the max bid applicable to each rule, giving greater control over bidding and budgets.
With this latest enhancement for rule based and rank driven bidding, ClickSweeper provides users even greater flexibility and control over their account management.
Google product listing ad proved its effectiveness already ever since it was available free as organic search result in the past. However, since it becomes a paid service, there is a doubt whether it still is a cost effective service over other sponsored Google services. The result is that it still is very cost effective solution and it becomes one of Google’s popular ad channels.
However, since it is paid service, there is no guarantee that this ad gives you a positive return. Thus, SEM manager needs to dig deeper on how to optimize ad performance and if possible, manages bid by cost per conversion or ROI. Because of this goal, more advertisers start tracking ad performance by product level instead of ad summary of all products. Once this ad is managed by product level, advertisers also need to manage bid by product level. Thus, we thought it is a good idea to show advertisers how to turn product ad summary into lines of product based ad and manage product level bidding by pay per click bidding software.
To list your product image on Google.com, you must have a Google Merchant account with a linked Google AdWords account. Here is how to link your AdWords account to your Merchants account.
- Log in Google Merchants account
- From the dashboard screen, click ‘Settings’ link on the left pane.
- Click ‘AdWords’ link and enter your AdWords customer ID.
Once you have your Google Merchant Center and Google AdWords accounts linked to it, follow these steps to create a new campaign (stand-alone) to run your Product Listing Ads and manage bidding by product level.
- Create a ‘Search Network only’ campaign from your AdWords account.
- From campaign setup screen, choose ‘Product listing ads’ for Campaign Type.
- Set ‘Default bid’ and Budget, and click ‘Save and continue’ button to set up AdGroup.
- Set AdGroup name and fill out optional ‘Promotion’ field. From ‘Auto targets’ section, uncheck ‘All products’ option and click ‘Save AdGroup’ button. By default (if ‘All products’ is checked), Google would create an AdGroup targeting ‘All products’ in the feed file with one bid price. That means you do not have any control managing bid prices by product level.
- Your will be automatically led to ‘Auto targets’ page. Click ‘+ Add product target’ button and then you are allowed to add product target.
- Select an attribute and enter the attribute value from Google Merchant Center feed file, and click ‘Validate’ button. Repeat it until you finish adding all your products. Google provides 6 different attributes, and you can choose ‘id’ or ‘adwords labels’ to manage bid by individual product level. If you want to manage bidding by group of products, ‘adwords grouping’ can be a good option. Keep in mind that these values must match the values in your Google Merchant Center feed exactly. To utilize ‘adwords labels’ and ‘adwords grouping’, your product feed file must have optional attribute columns with values.
- Now you can see the list of all products with individual bid fields, and you are ready to manage bidding for Product Listing Ads by product level.
There are a few major PPC management software, but it is not clear how many vendors support product level bidding for Google product ad. One of them is ClickSweeper PPC Management Software, which provide ROI bid management function which updates daily bid by cost per conversion or keyword ROI goal.
Once product ad is available from the screen of bid management software, you need to calculate cost/conversion that can achieve positive return after subtracting all expense where it includes ad spending and product cost. As for ROAS, 100% is equal to ad spending. Thus, adding product cost and target return will target ROAS goal at least 200% or higher.
At ClickSweeper, we continually work to provide features and tools that help clients manage their PPC campaigns. One feature clients find to be superior with ClickSweeper is the ability to manage keyword performance by bidding strategy at the keyword level. For example, clients may set a target rank goal with a specific max bid or set a specific ROI or cost/conversion goal at the keyword level. With ClickSweeper, these clients can then manage their keyword performance by rank, ROI or cost/conversion goal, all at the keyword level. With our latest enhancement, the keyword performance page, users now have the ability to analyze, manage and update keywords all from the same page.
Whether you are managing thousands of keywords with a budget of hundreds of dollars per keyword or, more commonly, managing fewer than 100 keywords with a moderate budget, ClickSweeper’s new keyword management page can help. This page is accessible by clicking the keyword link from the Keywords Tab page. Users who manage their campaign at the keyword level spend most of their time in reviewing keyword performance. For these users, having easy access to weekly and daily keyword performance trends aids in making quick decisions and smart campaign adjustments. These adjustments are likely to include revisions to the current bid price, keyword level max bid or target rank.
To update the current bid of a keyword, simply go to the ‘Fixed bid’ column in the keyword bidding section and enter a new bid price in the box. Remember to save the change before you leave the page. For those who manage keywords with ROI bidding, review keyword performance trends from the keyword performance page and then adjust max cost per conversion, ROAS or keyword level max bid from the same page.
Varazo, Inc. announces the release of ClickSweeper 3.1
bringing new enhancements to its pay per click software.
Santa Clara, California December 26, 2012 – Varazo, Inc., an
innovator in pay per click management software, announces the release of
ClickSweeper 3.1 with enhanced user interface and feature updates.
In the 3.1 version release, ClickSweeper has implemented the
Java GWT (Google Web Toolkit) widget on menus and windows to enhance the look
and feel of ClickSweeper. While this
enhancement does not affect the software’s functionality directly, it will help
developers implement new UI features more quickly.
Additional enhancements introduced with the release of
ClickSweeper 3.1 are:
Keyword ROI goal. ClickSweeper has a bidding feature called Keyword ROI
based bidding. With this feature,
customers can set maximum cost per acquisition or target ROI goal to improve
According to James Lee, President and CEO of Varazo, “one of the challenges
in achieving the desired goal is to define the appropriate maximum cost per
conversion or ROI goal from the campaign setting as neither an aggressive goal
nor conservative goal help improve campaign performance. To address this challenge,
we developed the Recommendation of Keyword ROI goal feature and believe it will
become a powerful tool for advertisers.”
ClickSweeper has added a function that allows users to test different estimated
bid pricing to achieve their target rank.
Users select a keyword to test then click on the checkbox next to ‘Rank
Based’ and select their desired rank. Once
a user clicks the ‘Simulate Bidding’ button their estimated bid price is
API update. Updated
API support for the latest Google and MSN features have been implemented.
About Varazo, Inc.
Varazo, Inc. is an innovator in pay per click campaign
management software and offers a full suite of online marketing services
including PPC search marketing, PPC optimization, affordable SEO
services and online marketing consulting.
For more information, contact Varazo, Inc. at 408-615-7194 or visit us
We work with clients in many different industries and understand that each industry’s goals and requirements for their PPC management software differ. For example, in the high volume e-Commerce industry, keyword bidding based on ROI is typically an essential feature. Larger corporate clients that manage product inventory tend to place high importance on the PPC management software’s ability to integrate inventory into search advertising.
There are many different requirements that businesses can have in regards to their PPC management software. When beginning the selection process for PPC management software, it is critical that a company first define its current and future requirements. On the other hand, you’ll want to make sure you have a clear picture of the features included in the PPC management software and associated costs so that you don’t end up paying for features that your business will not need.
Just as the requirements differ between industries and individual companies, so do the features offered by various PPC management software vendors. In other words, not all PPC management software is alike and not all is likely the best suited for your business.
In our research and development efforts, we have found that there are PPC campaign requirements typical of certain industries that tend to be particularly well-suited to the features offered by ClickSweeper. In particular, we have found that the requirements of e-Commerce and Tourism & Hospitality companies are especially well-suited to the features offered by ClickSweeper.
The Tourism & Hospitality industry relies heavily on paid search to generate leads and maximize sales. In this industry, the average sales price is relatively high. To maximize their advertising ROI, tourism and hospitality advertisers want to control both search networks as well as display networks in their bidding. ClickSweeper addresses this requirement by providing campaign management and bidding on both networks. Another characteristic of this industry is that it tends to attract good quality traffic from MSN Bing search as well as Google search. As a result, advertisers in this industry typically place a high level of importance on PPC bid management software that offers features covering both Google and MSN. This requirement is met through ClickSweeper’s bidding & campaign management feature; one of the features is campaign copy from Google campaign to MSN instantly.
Another characteristic commonly seen with companies in the e-Commerce and Tourism & Hospitality industries is that they tend to generate a high number of conversions. This characteristic is a prerequisite for running campaigns utilizing conversion based and ROI based bidding. While we have seen some companies, particularly in the hospitality industry, experiment with position based bidding; the trend favors ROI based bidding that maximizes conversions while containing acquisition costs. ClickSweeper’s bid management feature supports conversion based bidding, ROI driven bidding and position driven bidding. It also provides the flexibility to manage bid strategy at the keyword level giving advertisers the ability to select any one of the three bidding options for any keyword.
Finally, the economical pricing packages offered with ClickSweeper tends to win the favor of businessman who have a good ad budget but still want to lower software cost in Tourism & Hospitality industries.
In review, the close alignment of the features and pricing of ClickSweeper with the requirements of advertisers in the e-Commerce and Tourism & Hospitality industries makes it one of most well-suited PPC management software options available for these companies.
Conversion based keyword bidding and ROI optimizer can be excellent approaches for automating bid price adjustment in PPC management. These strategies for automating bid price adjustments include sophisticated algorithms to handle many different user scenarios as well as optimize for both the number of conversions and the cost per conversion.
However, when conversion based keyword bidding evaluates keyword performance and identifies keywords that do not meet conversion goal, their bid price would be automatically adjusted downward which is likely to result in few to no clicks. And, this can result in loss of conversion opportunity which is undesired effect. To address this scenario, ClickSweeper has just added a new feature, Keyword Matching Type Optimization. With our new keyword optimization feature, the under-performing keyword will be given a new opportunity with the addition of the keyword with different matching type. Continue Reading
If you manage Pay Per Click (PPC) advertising for your company or clients, it is likely that one of your goals for the new year is to improve advertising efficiency. However, improving paid search advertising efficiency can be difficult. If you manage one or more Google Adwords accounts, it is likely that you know first-hand how difficult and time consuming it can be to attain even a 10% or 20% improvement. But I believe there is an easy way to nearly guarantee improvements in ad performance.
The key is to focus on MSN search ad performance. Unfortunately, many advertisers either totally ignore MSN advertising, spending their entire ad budget on Google, or loosely manage their MSN account with the result being minimal traffic and poor ad performance.
As part of my responsibilities, I routinely review account performance for clients with our managed service plan. As part of this review process, I have identified many accounts with impressive MSN ad performance. As an example, local advertising for plastic surgeons and lawyers show MSN ad performance as good as or better than Google in terms of conversion performance. The MSN click volume for these clients sometimes equals that of Google and oftentimes is at least 50% of Google click volumes. As far as conversion performance; cost/conversion of MSN ads is often better than that of Google.